Strategic market analysis on power electronic film capacitors in Türkiye for the UPS and Inverter markets

This study employs a strategic marketing concept to evaluate the feasibility of introducing Ducati Energia's power electronic film capacitors to the Turkish market, targeting companies in uninterruptible power supply (UPS) systems and inverters. Strategic marketing, a long-term, systematic process, focuses on understanding market dynamics, customer needs, and competitive forces to create sustainable advantages. It involves setting clear goals, identifying target markets, and developing strategies to align company strengths with market opportunities. This thesis leverages strategic marketing to guide Ducati Energia’s entry into the Turkish market by identifying promising customer segments, assessing competition, and designing tailored strategies to meet market demands. The research methodology involved a survey sent to potential customers in the UPS and inverter markets to gather insights on production volumes, critical components such as capacitors, supplier preferences, and market trends. Complementary independent research identified key players among both potential customers and competitors. The customer analysis focused on companies producing industrial UPS or inverters, as Ducati Energia’s capacitors are designed for high-energy applications. The competitor analysis highlighted distributors and competitors, with an emphasis on technical parameters and dominant product features in the Turkish market. Results revealed that while Ducati Energia's capabilities align with the high-energy demands of the Turkish market, local competitors with established relationships and faster supply chains present significant challenges. To address these, the study proposes marketing activities emphasizing participation in key industry fairs and targeted efforts to build visibility and foster strategic partnerships. In conclusion, Ducati Energia is well-positioned to enter the Turkish market by leveraging its strengths and engaging in focused marketing strategies.